Updated: Mar 16
Many brands and social media agencies focus all their attention on platforms such as Facebook, Instagram and Twitter. But are they missing out on opportunities to reach their audiences by not utilising other popular platforms such as Pinterest, TikTok and Snapchat? These platforms are some brands might disregard, because they don’t know the best practice for working with them, but they could prove vital for helping them build their brands and reach their audiences.
Let’s start with Pinterest. There are 200 million monthly active users, with 50% of these within the US. There are also more than 50 billion pins and 1 billion Pinterest boards within the platform. Up to 87% of Pinterest users say that they’ve purchased a product because of a Pin they’ve seen within the platform, and 66% of all pins are related to a brand or product. Which goes to show the immense power Pinterest can have on influencing buying decisions.
Pins also have much longer marketing life than a normal social media post. Once you’ve posted on Facebook your post loses relevancy within a couple of days and becomes buried under an influx of new posts on your wall. With Pintrest, once you’ve posted a photo, it can be repined which gains relevancy and continues to reach new audiences every day, driving them to your site. If this isn’t this reason enough to start working with them? Watch this...
If you start using Pinterest for business, you might be shocked at how much traffic you can drive to your website. Pinterest is the second-largest driver of traffic from social media sites!
If you are able to relate your business or product to a particular category on Pinterest, it can definitely work in your favour. Knowing the terminology of Pinterest is key to getting your products and business seen by the right eyes. You can create and verify your business account, use Pinterest analytics, add a Facebook tab for your Pinterest page, link all your pins to your site, let people buy immediately from Pinterest and last but not least you can insert pins in your email marketing!
When Estée Lauder launched The Beautiful Belle campaign on Pinterest, they delivered record results. It achieved a 12% higher opt-in rate to receive further marketing and a 2x higher click-through rate to online retailers.
TikTok is also something that can potentially be forgotten by social media agencies and brands. TikTok is one of the most popular social media apps on the planet. It’s an app where users film videos of themselves lip-syncing or acting out comedy sketches, up to 15 seconds long, and can choose from a database of songs, effects or sound bites. With 500 million active worldwide users, 41% of users are between 16 and 24, which is greatly younger than the average audience on a platform such as Facebook, and brings a whole new younger audience to tap into.
TikTok has experimented with advertising over the last year but has not been able to set up any formal profit-sharing system. Nevertheless, they are getting closer to the point where more people will be able to advertise on the platform.
There are three ways that brands can market on TikTok:
Create their own channel and upload relevant content through their channel
Work with influencers
Pay to advertise on TikTok
Many brands work via a combination of running their own channels and working with influencers to spread content to a wider audience.
TikTok started showing short ads in January 2019. However, it is still very early days when it comes to advertising on TikTok because they’re not as specialised as Youtube. But watch this space... TikTok may become more popular and established over time! They are currently testing ads in both the US and Europe.
Many brands have also realised the potential of TikTok and have already dipped their toes in testing influencer marketing on the platform. Guess launched the first-ever US brand collaboration with TikTok with its campaign #InMyDenim. In this campaign they worked with influencers to promote its clothing. Other brands have already worked with popular TikTok users to raise brand awareness.
TikTok should definitely be on your list if your target is a younger audience. Brands interested in reaching audiences outside the US should also monitor the app since it is in the middle of an aggressive growth phase. It may be a smart move for some brands to become early adopters before the demand is higher and costs rise! Right now, the benefits may be much greater than the risks involved. Entering TikTok before the volume of ads and branded content rises is also a good indication that your campaign will likely have a greater impact.
Although TikTok might not feel like the right place to place ads for your brand, its popularity and video-focused layout opens brands up to a variety of unique marketing and brand awareness opportunities. In fact, it's already becoming a tool that companies like Chipotle and Washington Post use to engage new audiences.
Due to the fact TikTok doesn't hyperlink posts to websites and only recently started to allow advertising, currently businesses seem to be focusing on boosting brand awareness, rather than leads or traffic.
A great example of a brand that is doing really well on TikTok is NBA with 5.1 million fans. The NBA’s account mixes game highlights with music montages and inspirational quotes. Unlike their Instagram account, which only focuses on basketball games and their highlights, NBA’s TikTok account shows lighter content. They post videos of players working out to music, dancing on the court and adventures of team mascots.
When a brand shows off a more personal sides, audiences might start to relate to it a bit more. Even if a viewer isn’t a basketball fan, they might follow them because they saw a funny video on their channel.
Last but not least, Snapchat. In the past, Snapchat was the playful app for teens and young adults who were drawn to disappearing messages and photos. Brands previously avoided this channel however, that’s no longer the case. Snapchat has grown up since its launch in 2012, introducing more ad formats. Its daily active user base has reached an impressive 186 million people.
There are so many options brands can explore on Snapchat, for example:
Post stories on a daily basis to your followers
Promote your Snapchat account on other social media platforms: nobody will know you have an account unless you tell them!
Create a sponsored lens. - This can be fun - Below is the sponsored lens from Taco Bell!
Let relevent social influencers take over your account. As a result, they will promote the takeover to their fans on social media
Feature user-generated content: ask your followers to send you pictures and videos of them interacting with your brand or using your products
Offer discounts and promo codes
Promote a new product or upcoming event: It’s not because you’re promoting a new product launch on your website that people will see it. You have to take advantage of other marketing channel
Provide exclusive access: behind the scenes content
Reply to your followers: engage with your audience
Drive followers to your website using the hyperlink in your stories
To conclude, Pinterest, Snapchat and TikTok can potentially be great marketing tools for brands and social media agencies alike, depending on the goals of your campaign. They may seem scary platforms to master at first but can be really key in reaching your target markets. Creating fun and interactive adverts can truly engage people with your business or product. And very targeted audience could very well be the perfect people you’re trying to reach with your campaigns.